Welcome to Advantage Consulting

How much time do you spend every day trying to get new customers? After your networking brunch, do you head off, handing out business cards and making cold calls? It seems everyone spends a lot of time planning new strategies to find new business. It's frequently a top priority. But what about keeping the ones you have? How much time do you spend on current customer relationships? I make keeping my customers a top priority. And if you've made improving your customer relations your New Year's resolution, I have 10 easy steps you can follow to meet your goal. Here is my top 10 list for keeping customers for life...

Create Attachment - "Attachment" is when, all other things being equal, the customer would prefer to do business with you over someone else. To create attachment, your customers need to experience value. There are four basic elements to value: price, perceived quality, convenience, and attachment.

Develop Mindshare - When your customers have a business need, ideally you want to be first in their minds. Even if they know that you can't meet their immediate need, you want them to come to you for direction and advice. Mindshare is created by putting yourself in your client's position and acting in their best effort. Always keep your customer's best interests in mind and be honest if you aren't the best person to help them.

Exceed Expectations - Is there anything better than the feeling that you got more than you expected? Always strive to make your customers feel like you went all out for them. Do your best to under-promise and over-deliver.

Be Predictable - Money and time are precious resources. Respect your customer's resources. Do what you say you will, when it is promised, at the price promised and with the highest possible quality. If you are unable to deliver on time or deliver the exact agreed-upon service or product, call the customer in advance. Explain what is going on. Don't let the deadline pass without letting them know why you haven't delivered.

Be A Little Better At Everything - If you are a small business, you have to be better than everyone else just to keep up in the market. That is even without mentioning what it takes to actually get ahead. But as a small business, you also have an advantage. You can be a little better than a large corporation at everything. Strive to be the best.

Follow Up - Take control of the relationship and make sure that it is going well. Seek feedback. Ask questions. Listen to the answers. Losing a customer should NEVER be a surprise to you. If you are communicating with a client, you'll see the loss coming. The questions you ask are very important. Ask things like, "How are we doing?" "How's the product/service been working out for you?" "What else can we be doing for you?" And of course, the all-important question in finding new customers, "Is there anyone else you can think of I should be talking to?"

Keep In Touch - Did you send holiday greeting cards to all of your best clients? Whether it is a short note, a telephone call, a visit or a greeting card, make a sincere effort to maintain contact with as many of your clients and customers as possible. Here are a few ideas about how to keep in touch. Write a newsletter. Develop a "hot list" (have a list of clients to keep in touch with and EVERY day call four or five of them). Write letters. Send cards. Keep track of their birthdays.

Give to Get - Ask for referrals, but also give referrals. Your customers appreciate new business as much as you do. If you have a CPA, banker or attorney, you should be bringing them the same amount of business you are doing with them.

Remember "Thank You" - Two very simple, but very important words. Say them often, and find other ways to express your gratitude. Cards, referrals, appropriate luncheons, and copies of articles you think they might find interesting, are all ways to say thanks.

Be Certain To Provide Value - Value builds a relationship. It is not up to your customer to find value; it is up to you to provide it. Remember, for every meeting you have and every minute you talk to them on the phone, you are spending their time and they need something in return. Provide that in terms of price (sometimes), quality (always), convenience (always) and attachment (always).